With just days to go before the start of the New Year, it is good to see the iconic Pirelli tyres Calendar has survived the recession and the 2010 will be gracing some pretty exclusive walls.
Back in 1975 the tyres company calendar was actually discontined as an economising cutback in response to the world recession from the oil shock.
After 10 years it was resurrected and has retained its exclusive and iconic status ever since.
Part of its success – not just the jaw-droppingly seductive images of some of the most beautiful women in the world – must be down to its marketing strategy.
Every year only 10,000 copies are printed and it never actually goes on sale, instead it is given away to important Pirelli customers, VIPs and celebrities and the mailing list is a closely guarded secret.
For those not fortunate enough to be hanging the 2010 version on their walls, you might like to know that the latest issue features British beauties Lily Cole, Daisy Lowe and Rosie Huntington-Whitley, posing with the likes of Miranda Kerr and Catherine McNeil.
Dubbed ‘The Cal’ the 37th edition has apparently moved away from the very arty photography of recent years and this years images were shot on location in Brazil earlier this year by Terry Richardson, the outrageous American fashion photographer whose images are often sexually provocative and can border on the pornographic.
Richardson’s shots are starkly simple. He’s returned to the classic Pop Art era pin-up calendar style, with little in the way of backdrops, props, make-up – or costume, for that matter.
Oliver Hall, Operations Team